It happens. People make mistakes. But some people feel like the seller should correct their error. If you are currently living through this, here's what to do:

First, ask for a photo of the item if you need to make 100% sure this is the buyers fault. It’s always possible you could have shipped the wrong item.

Once you have confirmed that this situation is absolutely the buyers fault, you have three choices:

1. You point to your Return Policy, even if the Return Policy says “No Returns” on this item. This option is kind of “You made your bed, now lay in it”. I mean, if you buy a house, sign the paperwork for it and get the keys you can’t move in then decide you bought the wrong house. That’s reality. Although, when it comes to online items this might really upset your buyer even though the situation is solely their problem. An unhappy buyer will never be a repeat buyer. Additionally, if you offer a refund for a return you will likely get your item back and lose the money.

2. If your return policy is “no returns” another option is to stand firm on the Terms but also be kind and offer a discount off a second purchase of the correct item.  For example, your reply could be something like, "I'm so sorry to hear you bought the black lingerie when you meant to buy the blue.  This particular item is non-returnable because it is an intimate however I am happy to give you 30% off plus free shipping so you can purchase the black variation."

3. Or, you can offer an exchange for the correct item, at their expense. You can consider being extra kind and offering to cover the cost of shipping out the correct item providing the buyer pays return shipping on the wrong item. The good news about this option is that you get to keep the money in your company. This is an extra good option if you are still left with profit even after re-shipping at your expense.